The correct answer? None of the above. As specialists in crisis communications, we are often called upon to help at the eleventh hour – or later. We see a full spectrum of reactions from clients – there are those who want to charge in with an all-out offensive, those who hope the situation will remain under the radar until it is resolved, and those who are frozen in indecision.

These instincts are entirely normal. But the bottom line is that you can’t rely strictly on instinct to guide crisis management strategy.

If you’re faced with a challenge to your organization’s reputation, your first steps will set the tone and direction for your response – and shape public perception of your response. When you’re in the midst of a crisis, it’s hard to find and maintain perspective. We’ve developed a crisis communications infographic to serve as an objective guide through the crucial initial minutes of a crisis.